Advertising and media use in kentucky

Advertising & Media Use In
Kentucky
A Report For:

A Division of Integrated Marketing Services, Inc.
279 Wall Street, Princeton, NJ 08540
P: 609-683-9055 F: 609-683-8398
June 2010 www.imsworld.com

Table Of Contents
PAGE
I. Executive Summary 3
II. Specific Findings
1. News & Advertising Sources 12
2. Newspaper Readership 18
3. Public Notice Advertising 31

Appendix A: Methodology
Appendix B: Questionnaire

Advertising & Media Use in Kentucky June 2010 2

I. Executive Summary
Printed newspapers are easily the primary source for news and advertising in Kentucky and this is
particularly true for public notices and legal advertising.

Having the ability to access public notices is important to Kentucky adults.

• The vast majority of Kentuckians (nine in 10) say keeping the public informed through public notice
advertising is an important requirement for government agencies
• Newspapers are easily the preferred sources for this type of advertising
• Moving legal notices from printed newspapers to government websites would result in a significant
drop in readership.

In addition, more than six in 10 of all Kentucky adults who use any advertising say newspapers are their
primary source of local sales and shopping information, true of all groups including young adults.

Newspapers are also the primary source of advertising for a wide variety of products and services ranging
from groceries to local entertainment.

These are just some of the findings of a research study conducted for the Kentucky Press Association by the
independent research firm of American Opinion Research (AOR) based in Princeton, NJ.

These results are based on interviews with 600 Kentucky residents age 18 and older across the state. These
results have a margin of error of plus or minus 4 percentage points.


Executive Summary
(A more complete explanation of the methodology for this study is included in Appendix A of this report.)

Following is:
• An executive summary of the results
• Detailed findings of the research
• The methodology used in this research
• The questionnaire used in this project

PUBLIC NOTICE ADVERTISING
As stated previously, having the ability to access public
notices is important to Kentucky adults.

As shown in the adjoining chart, more than half (56%) of
Kentucky adults who use any source of public notice
advertising, the majority of Kentuckians, say newspapers
are their primary source. Fewer than one in 10 (9%) rely
primarily on the Internet.


Executive Summary
The majority of Kentucky adults (58%) recall seeing
or reading public notices and legal advertising in a
newspaper. Readership is higher among newspaper
readers and higher income Kentuckians.

Nine in 10 Kentuckians (equal to almost 2.9 million
adults) say keeping the public informed through
public notice advertising is an important requirement
for government agencies. This is true among all types
of adults.

In addition, as shown in the adjoining chart, adults who
have seen public notice advertising are easily more likely
to prefer receiving them in a printed newspaper than any
other source. More than six in 10 (61%) say newspapers
are their preferred source.

Moving public notices online would result in significant
loss of readership.


Executive Summary
Almost six in 10 (59%) said they would read public
notices less often if they were eliminated from
newspapers and put online on government websites.
Adults who actually read public notice advertising are
even less likely (72%) to read them online.

Fewer than one in five Kentucky adults have ever looked
for public notices or legal ads online; even among younger
adults, the percentage who read legal notices online is
small. Among the relatively few adults who have looked
online for legal notices there is no dominant website; in fact,
half of those cannot remember which website they used.

As shown in the adjoining chart, trust or credibility is significantly higher for legal notices placed in newspapers than
in government websites; 55 percent say they trust public notices printed in newspapers compared with 35
percent who trust them posted on government websites.

The same question, analyzed by adults who have read public
notices, shows credibility is even higher for legal notices placed
in newspapers; more than two thirds (68%)
say they trust legal notices placed in newspapers compared
with 39 percent for government websites.

Kentuckians are also much more likely to read legal notices
printed in newspapers than they are to read them on a
government website; 49 percent are likely to read them in
newspapers compared with 15 percent on government websites.
Almost two-thirds (64%) of Kentucky adults who have read public notices say they are likely to use newspapers for
these ads, much higher than the percentage who would use government websites.


Executive Summary
Asked to make a choice, newspapers are clearly the
source most adults (77%) would use to access public notice
advertising. Among adults who have read public notices,
almost nine in 10 (89%) prefer newspapers.

NEWS AND ADVERTISING SOURCES
Printed newspapers easily remain Kentuckians top source of
local sales and shopping information.

As shown in the adjoining chart, more than six in 10
Kentuckians (61%) who use any advertising say newspapers
are their primary source; cable television rates second at only
13 percent. This is true even among younger adults; 54
percent of those between ages 18 and 39 say newspapers
are their primary source compared with 12 percent who
choose the Internet.
Newspapers are also the primary source consumers use for
most products and services including:
• Groceries
• Appliances
• Used vehicles
• Home improvement
• Real estate
• Jobs (followed by the Internet)
• Local entertainment

Newspapers and the Internet are statistically tied as the primary source for new cars, trucks, vans or SUV’s;
however, online sources tend to be more fragmented than newspapers.

Executive Summary
NEWSPAPER READERSHIP
As shown in the adjoining chart, three in four (equal to more
than 2.4 million adults) read a daily newspaper at least once
during an average week, Monday through Friday.
• More than four in 10 (43%) read on an average
weekday
• Half read on an average Sunday

An even higher percentage (84%) read a daily, Sunday or
weekly newspaper during an average week, equal to more
than 2.6 million adults.

Weekday readership (not including weekly newspapers) is strong among all groups in Kentucky. Even
among younger adults (age 18 to 39) more than seven in 10 (72%) read a newspaper during an average
week, Monday through Friday.

(There is a 43 percent gap between past week and average weekday readership, higher than the national
average of 24 percent. Strategically, this means Kentucky newspapers should focus on building reader
frequency.)

Kentucky weekday and Sunday newspapers reach an average of 2.6 readers per copy; 1.6 readers in
addition to the reader interviewed.


Executive Summary
Weekly Newspaper Readership

Weekly or community newspapers are also well read in
Kentucky.

As shown in the adjoining chart, almost six in 10 adults
(56%) read a weekly newspaper. Almost half (45%) read a
weekly or community newspaper during an average week.


II. Specific Findings


1. News & Advertising Sources
§ Printed newspapers easily remain Kentuckians top source of local sales and
shopping information.
• More than six in 10 Kentuckians (61%) who use any advertising say newspapers are their
primary source; cable television rates second at only 13 percent.
• This is true even among younger adults; 54 percent of those between ages 18 and 39 say
newspapers are their primary source compared with 12 percent who choose the Internet.

§ Newspapers are the primary source consumers use for most products and services
including:
• Groceries
• Appliances
• Used vehicles
• Home improvement
• Real estate
• Jobs (followed by the Internet)
• Local entertainment


News & Advertising Sources
§ Newspapers and the Internet are statistically tied as the primary source for new cars,
trucks, vans or SUV’s; however, online sources tend to be more fragmented than
newspapers.

§ Printed newspapers follow local television as the single most relied upon source for
local news and information; television is, however, generally very fragmented and the
local newspaper typically rates higher than any individual station.


Newspaper Top Source For Shopping Q1a. What is your main source of local sales and shopping
Information information?
Base: Adults Using Any Advertising Source (3,075,400)

Printed newspapers 61%

Local TV 13%

The Internet 7%
Information in the mail/ 4%
flyers/circulars

Radio 4%

National TV 4%

Go to the store 3%

Magazines 2%
Word-of-mouth/family/ 1%
friends

Shopping guides 1%

0% 25% 50% 75% 100%
More than six in 10 Kentuckians who use any advertising say newspapers are their primary source of local sales
and shopping information. This is true even among younger adults; 54 percent of those between ages 18 and 39
say newspapers are their primary source compared with 12 percent who choose the Internet. Newspapers rate
even stronger among other age groups.

Sources of Local News Q1b. What is your main source of local news and
Base: Adults Using Any Local News Source (3,198,400) information?

Local TV
37%

Printed newspapers
30%

National TV 18%

The Internet 7%

Radio
7%

friends

0% 25% 50% 75% 100%
Printed newspapers follow cable television as the most relied upon source for local news and information.
Television is, however, generally very fragmented and the local newspaper generally rates higher than any
individual station.


Q2. Which of the following sources of advertising
Newspaper Top Source For Most Products information would you turn to first if you were looking for…?
Base: Shoppers of Each Product Who Use Any Advertising (RANDOMIZE) Would it be a printed newspaper, television,
radio, information you receive in the mail, Yellow Pages,
magazines, billboards, the Internet or something else?

PRIMARY ADVERTISING SOURCE FOR:
Major New Cars, Trucks, Used Cars, Trucks,
Groceries Appliances Vans or SUVs Vans or SUVs
% % % %
PRINTED NEWSPAPER 63 44 31 44
STORE/DEALER/AGENT 12 11 10 6
MAIL 12 7 3 2
TELEVISION 5 7 13 6
INTERNET 4 24 35 32
RADIO 1 1 3 3
BILLBOARDS 1 * * *
WORD-OF-MOUTH 1 1 1 3
YELLOW PAGES * 3 1 1
MAGAZINES * 2 2 3
OTHER * * 1 1

(Table Continues)
*(Less than .05 percent)

Newspapers are the primary source consumers use for most products and services including groceries, appliances,
used vehicles, home improvement, real estate, jobs and local entertainment (shown on the following page).
Newspapers and the Internet are statistically tied as the primary source for new cars, trucks, vans or SUV’s;
however, online sources tend to be more fragmented than newspapers.


Q2. Which of the following sources of advertising
Newspaper Top Source For Most information would you turn to first if you were looking for…?
Products, continued (RANDOMIZE) Would it be a printed newspaper, television,
Base: Shoppers of Each Product Who Use Any Advertising radio, information you receive in the mail, Yellow Pages,
magazines, billboards, the Internet or something else?

PRIMARY ADVERTISING SOURCE FOR:
Hardware, Home Local
Improvement New or Different Jobs or Entertainment,
Supplies Home To Buy Employment Places To Go
% % % %
PRINTED NEWSPAPER 43 45 52 46
STORE/DEALER/AGENT 13 3 * *
MAIL 7 2 1 2
TELEVISION 7 3 1 13
INTERNET 22 33 40 25
RADIO 1 * * 7
BILLBOARDS 1 1 * 1
WORD-OF-MOUTH 1 2 2 3
YELLOW PAGES 5 2 1 2
MAGAZINES * 4 * 1
OTHER * 5 4 *

*(Less than .05 percent)


Newspaper Top Job Source Q24. What is the main source you use when looking for a
Base: Adults Using Any Job Source (2,434,700) job?

Newspaper classified ads 45%

Internet 40%

Word-of-mouth 9%

Employment agency 7%

Go out and apply for jobs/ 2%
look around

Executive search agency/ 1%
headhunter

0% 25% 50% 75% 100%

Newspaper classified ads are still the top source that consumers use when looking for a job. The Internet rates
second; again, however, there are many Internet sources. No other source comes close


2. Newspaper Readership
§ Kentucky adults are avid newspaper readers.
• Three in four (equal to more than 2.4 million adults) read a daily newspaper at least once
during an average week, Monday through Friday
• More than four in 10 (43%) read on an average weekday
• Half read on an average Sunday

§ An even higher percentage (84%) read a daily, Sunday or weekly newspaper during
an average week, equal to more than 2.6 million adults.

§ Weekday readership (not including weekly newspapers) is strong among all groups
in Kentucky.
• Even among younger adults (18 to 39) more than seven in 10 (72%) read a newspaper
during an average week, Monday through Friday.

§ There is a 43 percent gap between past week and average weekday readership,
higher than the national average of 24 percent.

§ Strategically, this means Kentucky newspapers should focus on building reader
frequency.


Newspaper Readership
§ Kentucky weekday and Sunday newspapers reach an average of 2.6 readers per
copy; 1.6 readers in addition to the reader interviewed.

§ Weekly or community newspapers are also well read in Kentucky.

§ Almost six in 10 adults (56%) read a weekly newspaper; 45 percent read during an
average week.


Newspaper Readership in Kentucky
Base: Total Kentucky Adults (3,235,400)
PERCENT WHO READ A NEWSPAPER

1,382,900* 43%
Average Weekday

Average Five Weekdays 2,441,000* 75%

1,631,600* 50%
Average Sunday

Average Four Sundays 1,932,500* 60%

Average Seven Days 2,608,800* 84%
(Any newspaper)

0% 25% 50% 75% 100%
*(Total Adults)

Kentucky adults are avid newspaper readers. Three in four read a daily newspaper during an average week, Monday through
Friday, and more than four in 10 (43%) read on an average weekday. Half read on an average Sunday. An even higher
percentage (84%) read a daily, Sunday or weekly newspaper during an average week, equal to more than 2.6 million adults.


Comparing Average Week And Average Day Readership

NEWSPAPER READERSHIP
Average Average
5-Days Weekday
TOTAL % 75 43
GENDER
Male % 72 41
Female % 79 44
AGE
18-39 % 72 32
40-54 % 76 42
55-64 % 77 52
65+ % 81 60
HOUSEHOLD INCOME
Under $35,000 % 75 35
$35,000 to $49,999 % 75 46
$50,000 to $74,999 % 72 39
$75,000 or more % 82 52

Weekday readership (not including weekly newspapers) is strong among all groups in Kentucky. Even among younger adults
(18 to 39) more than seven in 10 (72%) read a newspaper during an average week, Monday through Friday. There is a 43
percent gap between past week and average weekday readership, higher than the national average of 24 percent.
Strategically, this means Kentucky newspapers should focus on building reader frequency.


High Readers Per Copy Q5. Not counting yourself, how many other people on
average also look at the same copy of the daily newspaper
Base: Weekday Newspaper (2,441,000)
you read?

0 18%

1 38%

2 20%

3 11% AVERAGE NO. OF “OTHER” READERS: 1.6

4 4%

5 3%

6 or more 1%

Don’t know 4%

0% 25% 50% 75% 100%

Kentucky newspapers reach an average of 2.6 readers per copy. This is 1.6 readers in addition to the reader
interviewed.


Monthly And Average Sunday Newspaper Readership

SUNDAY NEWSPAPER READERSHIP
Average Average
4-Sundays Sunday

TOTAL % 60 50
GENDER
Male % 60 49
Female % 59 51
AGE
18-39 % 59 47
40-54 % 57 46
55-64 % 57 53
65+ % 70 65
HOUSEHOLD INCOME
Under $35,000 % 52 40
$35,000 to $49,999 % 59 52
$50,000 to $74,999 % 77 73
$75,000 or more % 75 61

As on weekdays, Sunday newspapers reach the majority of all demographic groups. Even among younger adults
almost six in 10 (59%) read a Sunday newspaper and almost half (47%) read on an average Sunday.


Sunday Readers Per Copy Q8. Not counting yourself, how many other people on
average also look at the same copy of the Sunday
Base: Adults Who Have Read A Sunday Newspaper
(1,932,500) newspaper you read?

0 16%

1 42%

2 19%

3 11% AVERAGE NO. OF “OTHER” READERS: 1.6

4 5%

5 3%

6 or more 2%

Don’t know 2%

0% 25% 50% 75% 100%

As on weekdays, the average Sunday newspaper is read by 2.6 adults.


Kentucky Weeklies Widely Read
PERCENT WHO READ WEEKLY/COMMUNITY NEWSPAPERS

45%
Average Week 1,467,100*

1,814,700* 56%
Average Four Weeks

0% 25% 50% 75% 100%

*(Total Adults)

Weekly or community newspapers are also well read in Kentucky. Almost six in 10 adults (56%) read a weekly
newspaper; 45 percent read during an average week.

Total Newspaper Readership in Kentucky

TOTAL NEWSPAPER READERSHIP DURING AN AVERAGE 7-DAY PERIOD

TOTAL % 84
GENDER
Male % 81
Female % 88
AGE
18-39 % 81
40-54 % 85
55-64 % 87
65+ % 87
HOUSEHOLD INCOME
Under $35,000 % 84
$35,000 to $49,999 % 84
$50,000 to $74,999 % 90
$75,000 or more % 88

Kentucky newspapers (weekday, Sunday and weekly) have very high combined reach. More than eight in 10 adults
read at least one during an average week, true of every demographic group including younger adults.


3. Public Notice Advertising
§ Having the ability to access public notices is important to Kentucky adults.

§ This research clearly shows:
• The vast majority of Kentuckians (nine in 10) say keeping the public informed through
public notice advertising is an important requirement for government agencies
• Newspapers are easily the preferred sources for this type of advertising
• Moving legal notices from printed newspapers to government websites would result in a
significant drop in readership

§ More than half (56%) of Kentucky adults who use any source of public notice
advertising, the majority of Kentuckians, say newspapers are their primary source.
• Fewer than one in 10 (9%) rely primarily on the Internet

§ The majority of Kentucky adults (58%) recall seeing or reading public notices and
legal advertising in a newspaper.
• Readership is higher among newspaper readers and higher income Kentuckians.


Public Notice Advertising
§ Kentuckians who have seen public notice advertising are easily more likely to prefer
receiving them in a printed newspaper than any other source.
• More than six in 10 (61%) say newspapers are their preferred source.

§ Moving public notices online would result in significant loss of readership.
• Almost six in 10 (59%) said they would read public notices less often if they were
eliminated from newspapers and put online on government websites.
• Adults who actually read public notice advertising are even less likely (72%) to read them
online.

§ Fewer than one in five Kentucky adults have ever looked for public notices or legal
ads online; even among younger adults, the percentage who read legal notices
online is small.

§ Among the relatively few adults who have looked online for legal notices there is no
dominant website; in fact, half of those cannot remember which website they used.


§ Trust or credibility is significantly higher for legal notices placed in newspapers than
in government websites.
• 55 percent say they trust public notices printed in newspapers compared with 35 percent
who trust them posted on government websites
• The same question, analyzed by adults who have read public notices, shows credibility is
even higher for legal notices placed in newspapers; more than two thirds (68%) say they
trust legal notices placed in newspapers compared with 39 percent for government
websites

§ Kentuckians are also much more likely to read legal notices printed in newspapers
than they are to read them on a government website.
• 49 percent are likely to read them in newspapers compared with 15 percent on
government websites

§ Almost two-thirds (64%) of Kentucky adults who have read public notices say they
are likely to use newspapers for these ads, much higher than the percentage who
would use government websites.

§ Asked to make a choice, newspapers are clearly the source most adults (77%)
would use to access public notice advertising.

§ Among adults who have read public notices, almost nine in 10 (89%) prefer
newspapers as their source.

Newspapers Top Source For Public Notices Q1c. What is your main source of public notice advertising,
Base: Kentuckians Naming Any Source (2,775,500) such as legal notices, hearings, tax notices, etc.?

Printed newspapers 56%

Local TV 16%

The Internet 9%

National TV 9%

Information in the mail/ 5%
flyers/circulars

Radio 3%

friends

Other 1%

0% 25% 50% 75% 100%

More than half (56%) of Kentucky adults who use any source of public notice advertising, the majority of
Kentuckians, say newspapers are their primary source. No other source is close. Fewer than one in 10 (9%) rely
primarily on the Internet.


Q11. Kentucky state and local laws require governmental
Most Adults See Public Notices agencies to publish public notices and legal advertising in
Base: Total Kentucky Adults (3,235,400) newspapers where the citizens may be affected by the actions
of those agencies. These notices include information on
zoning changes, proposed budgets, notices of public
hearings, proposed taxes and other important government
actions. Do you recall reading or seeing public notices and
legal advertising in any newspaper?
PERCENT SEEING PUBLIC NOTICES
Don't Know %
1% TOTAL 58
NEWSPAPER READERS 63
INCOME
Under $35,000 54
$35,000-$49,999 63
No $50,000-$74,999 61
41% $75,000+ 67
Yes
58%

(1,863,700)*

*(No. of adults)

The majority of Kentucky adults (58%) recall seeing or reading public notices and legal advertising in a newspaper.
Readership is higher among newspaper readers and, contrary to the perception of some adults, higher income
Kentuckians.


Most Kentuckians Support Public Notice Q12. Do you believe that keeping the public informed in this
Advertising way is an important requirement for government agencies?

TOTAL SUPPORTING PUBLIC
Don't Know SERVICE ADVERTISING
2%
%
No TOTAL 90
8% AGE
18-39 91
40-54 90
55-64 89
65+ 86

Yes
90%
(2,898,600)*
*(No. of adults)

Nine in 10 Kentuckians (equal to almost 2.9 million adults) say keeping the public informed through public notice
advertising is an important requirement for government agencies. This is true among all types of adults.


Most Kentuckians Actually Read Notices Q13. Have you ever read public notice or legal
Base: Kentuckians Who Have Ever Seen Public Notice advertisements?
Advertising (1,863,700)
PERCENT WHO HAVE READ
PUBLIC NOTICES*
No %
8% TOTAL 92
AGE
18-39 88
40-54 94
55-64 95
65+ 94
INCOME
Under $35,000 93
$35,000-$49,999 84
$50,000-$74,999 93
$75,000+ 93
*(Among adults who have ever seen public
notice advertising)

Yes
92%
(1,717,300)*
*(No. of adults)
More than nine in 10 Kentucky adults who have ever seen public notice advertising or legal advertising (90%) have
actually read these ads, true even of younger adults and higher-income households. This is equal to 53 percent of
all Kentucky adults or about 1.7 million people.


Newspapers Preferred Source For Q14. How would you prefer to receive public notice or legal
Public Notices advertisements, including proposed budgets, notice of
public hearings, taxation, etc.? Would you prefer to receive
Base: Kentuckians Who Have Ever Seen Public Notice them…?
Advertising (1,863,700)

In a printed newspaper 61%

In the mail 26%

On the Internet or online 8%

Some other way 4%

Prefer not to receive them 1%

Don’t know 1%

0% 25% 50% 75% 100%

Kentuckians who have seen public notice advertising are easily more likely to prefer receiving them in a printed
newspaper than any other source. More than six in 10 (61%) say newspapers are their preferred source.


Q15. Some government officials have suggested dropping
Fewer Would Read Notices Online public notices in newspapers in favor of putting them on
Base: Total Kentucky Adults (3,235,400) government websites. If public notices were eliminated from
newspapers and only made available online on government
websites, would you read them:

Much more
Don't know PERCENT WHO WOULD READ LESS
often
5% %
3% More often
TOTAL 59
11%
HAVE READ PUBLIC NOTICES 72

The same
21%
Much less often
36%

Less often
23%
Moving public notices online to government websites would result in significant loss of readership. Almost six in 10
adults (59%) said they would read public notices less often if they were eliminated from newspapers and put online
to government websites. Adults who actually read public notice advertising are even less likely (72%) to read them
online.


Why Use Government Websites Less? Q16. Why would you be less likely to read public notices on
Base: Adults Less Likely To Read Notices on Government government websites?
Websites (1,912,300)

TOTAL
%
NO COMPUTER/INTERNET ACCESS 46
Don't have internet access 29%
Don't have a computer 18%
EASIER TO READ A NEWSPAPER 17
DO NOT/WILL NOT VISIT GOVERNMENT WEBSITES 14
INCONVENIENT 12
Takes too much time 6%
Would have to look for it 4%
Not easily accessed 2%
DO NOT/WOULD NOT USE THE INTERNET FOR PUBLIC NOTICES 11
NOT INTERESTED IN PUBLIC NOTICES 6
NO TIME 5
DON'T TRUST THE GOVERNMENT 1
DON'T KNOW 4

More than four in 10 adults less likely to read notices on government websites say they don’t have Internet or
computer access; almost one in five (17%) say it’s simply easier to read them in a newspaper.


Few Read Notices Online Q17. Have you ever looked for public notice or legal
Base: Total Kentucky Adults (3,235,400) advertising on the Internet or online?

PERCENT READING ONLINE NOTICES
Yes
%
17%
TOTAL 17
(18%)*
AGE
18-39 18
40-54 20
55-64 16
65+ 8

No
83%

*(Kentuckians who have read public notices)

Fewer than one in five Kentucky adults have ever looked for public notices or legal ads online, about the same
percentage as those who actually read public notices. Even among younger adults, the percentage who read legal
notices online is small.


Q18. What website did you access for public notice or legal
No Dominant Website advertising? (RECORD FIRST RESPONSE AND FOLLOW
Base: Kentuckians Who Have Read Public Notices Online WITH; “What other websites have you used for public notice
(535,300) or legal advertising?”)
PERCENT WHO USED:

Google 8%

WKYT.com 6%

Kentucky.gov 6%

USGOC.org 5%

Government website 4%
(unspecified)

WHS.com 3%

Courier-Journal.com 3%

Kydoket.com 1%

0% 25% (Table Continues) 50% 75% 100%

Among the relatively few adults who have looked online for legal notices there is no dominant website. In fact (as
shown on the following page), half of those cannot remember which website they used.


Q18. What website did you access for public notice or legal
No Dominant Website, continued advertising? (RECORD FIRST RESPONSE AND FOLLOW
Base: Kentuckians Who Have Read Public Notices Online WITH; “What other websites have you used for public notice
(535,300) or legal advertising?”)
PERCENT WHO USED:

KYNews.com 1%

JeffersonCountyGovernment.com 1%

Independence.com 1%

County website 1%
(unspecified)

Jefferson.com 1%
Kentucky government website 1%
(unspecified)

KentuckyStateTreasure.com 1%

Other 5%

Don’t know/refused 50%

0% 25% 50% 75% 100%


Q19. Using a scale of 5 to 1 where 5 means you have a great
Notices In Newspapers More Credible deal of trust or credibility and 1 means little or no credibility
Base: Total Kentucky Adults (3,235,400) or trust, how much credibility or trust do you have in public
notices:

31%
Printed in a newspaper
55%

19%
On a government website
Great deal of
35% trust ("5" rating)
Trusted ("5" or
"4" rating)

0% 25% 50% 75% 100%

Trust or credibility is significantly higher for legal notices placed in newspapers than on government websites.


Comparing Credibility Among Public Q19. Using a scale of 5 to 1 where 5 means you have a great
Notice Readers deal of trust or credibility and 1 means little or no credibility
or trust, how much credibility or trust do you have in public
Base: Total Kentucky Adults Who Have Read Public Notices notices:
(1,717,300)

38%
68%

21%
Great deal of
39% trust ("5" rating)
Trusted ("5" or
"4" rating)

0% 25% 50% 75% 100%

The same question, analyzed by adults who have read public notices, shows credibility is even higher for legal
notices placed in newspapers; more than two thirds (68%) say they trust legal notices placed in newspapers.


Newspaper Notices More Likely To Q20. Using a scale of 5 to 1 where five means you would be
Be Read very likely to use this source and 1 means not likely at all,
how likely are you to read public notice or legal advertising:
PERCENT LIKELY TO USE EACH:

31%
49%

8%
Very likely ("5"
15% rating)
Likely ("5" or "4"
rating)

0% 25% 50% 75% 100%

Kentuckians are much more likely to read legal notices printed in newspapers than they are to read them on a
government website.


Readership Higher In Newspapers Q20. Using a scale of 5 to 1 where five means you would be
very likely to use this source and 1 means not likely at all,
Base: Total Kentucky Adults Who Have Read Public Notices
(1,717,300) how likely are you to read public notice or legal advertising:

PERCENT LIKELY TO USE EACH:

39%
64%

6%
Very likely ("5"
15% rating)
Likely ("5" or "4"
rating)

0% 25% 50% 75% 100%

Almost two-thirds (64%) of Kentucky adults who have read public notices say they are likely to use newspapers for
these ads, much higher than the percentage who would use government websites.


Newspapers Top Choice For Legal Notices
Q21. Would you be most likely to access public notices:

PERCENT LIKELY TO ACCESS PUBLIC NOTICES:

In a newspaper 77% (89%)*

On a government website 16% (10%)*

None 4%

3% (1%)*
Don’t know

0% 25% 50% 75% 100%

*(Readers of public service notices)

Asked to make a choice, newspapers are clearly the choice most adults (77%) would use to access public notice
advertising. Among adults who have read public notices, almost nine in 10 (89%) prefer newspapers as their
source.


Appendix A: Methodology
A total of 600 interviews were conducted among adults who live throughout the State of Kentucky. The
sample of respondents was designed using a systematic random selection of telephone households and
respondents within each household. Telephone numbers were generated to include both listed and unlisted
numbers. The sample of respondents was drawn in proportion to adult population.

Results have a margin of error of plus or minus 4 percentage points.

Interviewing was conducted between May 20th and June 2nd, 2010.

The data are projected to the estimated number of adults in the state.

American Opinion Research (AOR) is a nationally recognized, full-service research firm. AOR has conducted
research for some of the nation’s largest media companies. In addition, AOR also has a number of clients in
the commercial, retailing and manufacturing sectors including: AGFA, General Motors, Ford, Chrysler,
Procter and Gamble, McGraw-Hill, Siemens, Chevron, Apple and many others.


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